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June 27, 2010 / natihell

Fashion Toast, Why?!

There are tons of things in this world that I don’t understand: clogs, people who don’t like Mr.Bungle, math, that shitty MTV show named The Jersey Shore… yeah, there are a lot of things that I don’t understand and I’m ok with that, not understanding stuff doesn’t make me mad…except for Rumi Neely from Fashion Toast.

Ugh…. I hate this girl. I hate her ugly hair (wich she should dye alredy), I hate how she dresses like a stripper and people think she’s edgy and I hate how she sucks at using adjetives:

“The Triad tank is an extremely generously cut and wearable basic.”

“…it’s fun to look like a downtrodden fairy…”

“This dress is almost disgustingly perfect…”

“In addition to obvious zipper awesomeness, it’s weirdly soft, the perfect medium size, and only weighs one and a half pounds.”

“This ridiculously threadbare tie-dyed vintage Grateful Dead shirt. There’s a huge hole in the middle of it that’s literally held together by two stitches, it’s hilarious.”


Ok, I’m not a good writer, sometimes what I write only makes sense in my head, my grammar probably suckss, and I usually write the way I talk, but come on! “Extremely generous cut and wearable basic”!?!?! What the hell does that even mean?

Rumi designed this shit.

Is that your “rad” description for “stupid large tank top with holes”? Who’s gonna buy that shit, Rumi? (If you want to buy it, click over the picture).

Oh, and this is the dress that Rumi thinks is “disgustingly perfect”:


It’s not disgustingly perfect, hun, it’s just disgusting. Its a piece of large black fabric hanging from your shoulders.

She pisses me off. Astonishing after a bag that’s soft and has zippers… thinking her thorn T-Shirt is funny… It makes me wanna punch her in the head, maybe that would move something in there and she would start making some sense.

As I said, I don’t understand this girl. Is she made or born? Why does she spend lots of money on loose long shirts that suck? However, the thing that I misunderstand the most are her followers. The people who read her blog and love it, the girls who look up to her, the ones that buy her generously cut tank tops… Why?!

She’s not pretty:

...derp derp derp..

She dresses trashy:

It's not slutty if I don't open my legs.

And her hair makes me sad:

I couldn't decide between going blonde or brunette, so I went for both. That's edgy.

Dear Rumi: Why don’t you dye your hair like a normal person? Is it because you spend all your money in those  Jessica Simpson shoes ? And why don’t you cover up a litte?? Don’t you ever get cold? Ugh… why bother…


Nati Hell.

PD: On the bright side, I do like the jewelery she wears, and her shoes, she has a fantastic collection of jewelery and shoes. Oh, and by the way: I don’t own any of the lame pictures published in this post, they all belong to Rumi Neely’s blog.


Leave a Comment
  1. Anna Pei / Jun 27 2010 11:09 am

    I’ve read her blog since early 2008 and I quite liked it at first- her outfit shots were simple, she was the only girl around who wasn’t dressing like the 80s threw up on her, or in twee vintage stuff (this was before 90s style showed up all over runways and every bloody hipster began wearing a plaid shirt and Doc Martens), and I could relate to the odd post where she actually wrote stuff like how alienating she found it to be the only half-Asian kid in town (apart from her own brother). I guess the mini-editorials might seem off-putting to some people now?

    They’re at least MUCH better done than so many other blogs I could name, and I don’t mind her hair, honestly- I tried to grow out a dye job on my own like she’s doing and that’s just what dark hair ends up looking like- please don’t rip on us Asian girls who try to grow out crappy dye jobs and go back to our natural colour!

    PS: She’s FAR less annoying than Sea of Shoes, at least her clothes are sometimes cheap and she doesn’t appear to buy everything just because it’s expensive. And as for the modelling pictures, you have to admit hers are better than SoS or even this old Maxim profile

    • natihell / Jun 27 2010 10:39 pm

      Dear Anna:

      The maxim profile made my day. Thank you so much for this!!! And well, she is way way way less annoying than SoS, but annoying anyway 😉

      Nati Hell

      • Anna Pei / Jun 29 2010 3:42 pm

        Cheesy as hell, isn’t it? But yeah, at least she’s not as bad as Sea- girl admits to having done horrid cheesy modelling jobs in the past and takes all comments (even the really vile, racist ones)- I find it hard to hate her.

      • rumi is a bro-ho at heart / Aug 18 2011 2:10 am

        thank you so much for posting that maxim link! it explains EVERYTHING about her, especially her shitty taste in music, her bro-y bf, the hair! although, sometime i’m a fan of the hair. wish she would talk more about her bro-ho days in her interviews!

        i’ll give her props for not getting a trampstamp. it’s truly amazing how she managed to bypass that initiation ritual of bro culture!

  2. Eliza / Jun 27 2010 4:43 pm

    Saw your comment on Sister Wolf’s blog and followed, suspecting Nati referred to Cincinnati, where I live. I already love everything you’re doing. Rumi’s pose in the disgustingly perfect dress reminds me of this image from Abu Ghraib:

  3. Dari / Jul 17 2010 12:35 am

    Already commented on a more recent post, but I just went throught the whole blog, and though you’re so mean sometimes, I love what you’re doing. Sometimes, I too wonder why? And as a fashion, style, whatever blogger, I too, wonder why even about my own posts?

    But I used to like Rumi’s blog a lot. She did seem to have a genuine sense of style that I could relate too. Now it seems like she’s wearing nearly nothing or something totally unappealing. I still visit from time to time because it’s much more enjoyable than others. And for the most part, I still do like her blog.

  4. Andy / Aug 3 2010 7:13 pm

    Agreed, I don’t hate her but she is very slutty and pretending to be “edgy”, I do like her hair though.

  5. Laura / Sep 19 2010 8:29 am

    I agree that some of the things she says are off , but her fashion sense and” edgy-ness ” seem real to me. Noo , I’m not a love stricken Rumi fan but I do think she has her stuff together and let’s be honest in this horrid world ” sex sells “

  6. Di / Sep 24 2010 1:37 pm

    I just read through your entire blog at work. I think we might be kindred spirits. I somehow follow a bunch of Fashion Blogs but all I do is read them and go WHY AM I READING THIS WANK! I get all wound up and sick of people being all ‘and here are 15 photos of me wearing the same outfit beside a lake [have you seen the clothes horse? or cali-vintage? I had to unfollow them, do we need to see this outfit from every angle? WHY!] but somehow a few of them i continue to follow.

    there is one I read and feel bad that I am rude about when I read it because i did buy something from her shop and she is SUPER nice, but seriously, when wearing JODHPURS is fashionable then I just want to kill myself. I was forced to wear those as a farm girl in NZ riding horses I do not want to have to see people wearing them as ‘fashion’

    Anyway KEEP IT THE FUCK UP. You have said basically everything that I think when I read these things.

    Also when did it become fashionable to dress like a 6 year old WHAT THE FUCK ARE ROMPERS?! thats what i wore when i was too retarded to do up the zip on my jeans properly. xx

  7. Stealingbeauty / Oct 22 2010 6:39 am

    LOL you chose the worst picture of her possible (the slutty crotch one).. but yeah, I see where you are getting at and honestly, anyone who is successful at posting the same stuff over and over is annoying. There is no evolution there.. just recycling.

    I think there are worse blogs to read, like a couple of youtubers who use their subs to get popular on sites that are fashion related – when all they know is make-up and can’t dress for their lives… you know who I’m talking about.

    Or people mentioned above, SoS…

    Long story short, I like Fashion… but not the Toast. Her posts in terms of writing are substance-less, but a lot of the clothes and pictures are decent.

    Her hair is her problem I guess lol, let’s see if her hair grows out before her blog dies.

  8. isabella / Dec 13 2010 12:45 pm

    You are so fucking epic man, hahah I swear I peed a little while reading this xxx

  9. Amanda Toombel / Dec 13 2010 4:27 pm

    If you have a boyfriend I feel sorry for him, i’d be scared of listening to you before going to bed and having nightmares about being boring.

  10. Sophie / Dec 25 2010 12:12 pm

    Haha the maxim pics are amusing but I actually quite like her, she has amazing clothes and jewels, and her shoes are indescribably amazing. I do belong to her fan list but everyone has their own opinion so yee :))

    I was thinking of starting a blog but its really not that easy :p


  11. kelsey / Jan 3 2011 2:29 am

    i really dont like the way she talks and HATE her hair OH MY GOD….but i like her jewelry and bags and such . and she is very tall and has a model body but she aint prettttty

  12. Gül Eftalidis / Jan 9 2011 7:27 pm

    I totally agree. Totally extremely:) These are just girls who wanna show something, cheap or expensive..

  13. katy / Jan 10 2011 4:42 am

    you need to get a life. rumi has more style than anyone one you people… i dont see you at Chanel fashion show do i?!

    • M / May 20 2011 6:29 am


    • Mika / Aug 31 2011 9:29 am

      Forreal, this bitch is just a hater!

  14. Shermies / Jan 26 2011 8:30 am

    For the record, I was introduced by a friend to visit FashionToast.
    Well, my eyebrows were raised and jaws dropped as I scrolled down her so-called fashionable blog. I shall not comment on what defines a true-blue fashionista coz everyone is entitled to their own opinion.
    But in my humble opinion, wearing monotones, ripped tees, leather wedges coupled with some “edgy” accessories just scream predictable and easily imitable.Anyone could easily achieve her look with prolly half or even a quarter of the amount she spends.
    Don’t get me wrong, I am not in the least jealous nor envious of Rumi but I am just speechless at the direction street trends are heading nowdays.It is seriously pathetic coz everyone is trying to be trendy but never stylish and honestly, when you are wearing something that is so “In”, it’s already “Out”.

  15. hahahaha / Feb 21 2011 3:45 am

    so I’m not a huge Rumi fan or anything, in fact I’m pretty indifferent about her. so from a *relatively* unbiased perspective…

    have you ever considered the fact that maybe the reason she talks like that is because she’s young and lives in SoCal? it’s kind of like a dialect. she grew up listening to other people talk like that… that’s like being really annoyed with someone for speaking with an accent. Open your mind.

    and whoever implied that her blog is going to die soon… its not. She’s one of the most successful bloggers out there. A small handful of people who don’t like her are nothing compared to the huge wave of people who do.

    I say *relatively* unbiased because obviously, I don’t have much respect for someone who decides to dedicate an entire post to hate on someone they have never met and are basing a lot of what they say on pure judgement. Grow up.

    • the dude / Apr 28 2011 10:02 pm

      rumi is the one who needs to grow up. while the rest of her peers are working their asses off getting degrees, doing internships, etc- she is not growing in the least. all she does is fashion and fashion alone does not a life make. i am sure her bucktooth intentionally pigeon-toed just been effed look is appealing to many, but looks dry up and you are left with vapid shallow empty headed oxygen wasters. she does not aim for anything higher than the superficial. sad.

      • s / Aug 15 2011 10:43 pm

        this ‘dude’ knows far too much about a fashion blog. and fashion is a career, wow.

      • Jordan / Nov 2 2011 12:13 am

        Yes, she may not a have the typical job someone her age has but at least she has a job that she enjoys and that she can also make a living off of. I highly doubt you know exactly how she acts, therefore you really shouldn’t be calling her (or anyone you don’t know) names. She isn’t the one that needs to be growing up.

    • KS / May 7 2011 10:12 am

      Good on you, completely agree. Everyone’s entitled to their own opinion, but unsolicited hatred towards someone you don’t know personally is beyond immature. Open your mind. Grow up.

  16. missumbrella / Feb 22 2011 5:06 pm

    Hahaha, I’m a bit late but just found this post and I totally agree!

    I have to admit that I do visit fashiontoast from time to time even though I do find her annoying.

    It makes me sad because back in the early days, I thought her fashion was great! Looking at her photos was much more aesthetically pleasing than looking at most of the girls in my city at the time (and now), who all either looked like they just had a roll about in Topshop to see what stuck or, as already commented, like the ’80s just spewed them up.

    Nowadays, Rumi Neely seems to just wear anything that she can find that is “random” looking (I hate that word). She always looks over-styled now and it’s boring. As I said, I do still visit her site sometimes as she can have some lovely items – but she just chucks everything together (after probably about two hours thought) and then all her followers think it’s stylish. Of course, some people can throw stuff together – e.g. Kate Moss – and I LOVE the effortless look – but Rumi Neely tries soooo hard and ends up looking completely annoying. Even when she wears a gorgeous dress or whatever, she’ll ruin it by over-thinking and putting too many accessories or stupid headbands on!

    At the end of the day, she’s probably making a load of money, is loving doing it and has just won an award so good on her. I just really do think that she has lost her sense of style and also a bit too much weight so that she just looks like a slutty scarecrow most of the time! (Miiiiaow – I know!)

    Oh, and as for her comments – I agree – also annoying. The, again, “randomness” of her titles and words is rather irritating and pretentious but I wouldn’t even care if it wasn’t for how extreme and tired her style has become. I don’t think she really has a style anymore and I’m all for experimenting and wearing whatever you want but she is now just dressing badly! Ahhhh!


    P.s – her “own design” vests = crap.

  17. Ari / Feb 25 2011 2:35 am

    You don’t know what your talking about. Rumi is a top fashion blogger and knows her stuff. I doubt she buys “Jessica Simpson” shoes.. not even a top designer. Get your stuff right before ragging on someone. (: She is very pretty for the record. By the way, before you criticize someone on their grammar make sure you spell “adjectives” right. She is edgy, not trashy. She is sent different clothing by fashion designers to wear for her blog.. for your information. I love her hair.

    • fdsfk / Mar 7 2011 2:04 am

      I agree with you completely! I love her. Shes gorgeous. She seems like such a fun person. But she DOES wear Jessica Simpson shoes – not that it matters, though, Jessica Simpson makes adorable shoes!

    • francesca / Apr 6 2011 6:37 am

      just wanted to say she DOES own a pair of jessica simpson shoes haha . but she is a great blogger

    • Mika / Aug 31 2011 9:36 am

      Thank GOD someone mentioned this stupid moron spelling adjective incorrectly.. I don’t understand why make a mockery of someone else’s grammar if you can’t even spell… something a 2nd grader can do. I’m surprised the person that wrote this was even able to form together a sentence other than UHHH BLUUH

  18. SequinDiaries / Feb 28 2011 2:32 am

    I wonder myself how she became well-known. I can’t say i hate her. She’s very photogenic and takes really nice pictures. I do find that her fashion is a little bit “slutty” as you say. I guess it’s true that sex does sell but I don’t think it has to be that way. I think modesty could come back if it really wanted to. But we really can’t rag on her because, let’s face it, she has the dream reality. She gets clothing from designers, she’s making good money and she gets to go to all the fashion shows. I think she’s very appealing, she just needs to be a little bit more modest perhaps with her fashion.

  19. Karalyn / Mar 3 2011 6:16 am

    She doesn’t get cold because she’s from Cali.

  20. Margo L. Hedge / Mar 7 2011 5:07 am

    Rumi Neely’s blog was the first one I started to read, followed by The Man Repeller and then Sea of Shoes. 3 is enough to read. Yeah, Sea of Shoes kinda annoys me. Just her face is UGH. But Rumi is pretty. And her style is my favorite ! I like MP because it’s unique and has inspiration, and laughs at the very least. So while Fashiontoast may come off as slutty or whatever your labeling it, it’s still a style blog no matter how you chop it. And is inspiring, because it can help fashionless women get schooled ! And if you don’t have to see hideous huge brown overcoats on the streets, and slightly less horrid clothing everywhere, than you should be thankful for blogs like Fashiontoast. I overall enjoy the photos, and sometimes I read if I got the time. Oh yah, now I read P.S. I Made This.. so try branching out and reading other blogs might help you appreciate how decent this blog actually is!

  21. rf / Mar 11 2011 12:50 am

    Wow, asshole. You’ve put a terrific amount of effort into something that you, by your own account, shouldn’t have any reason to care about. Yeah, fashion is a strange thing, but if you’re looking for injustice, there are so many other places to go. It’s just a blog, and no one’s making you read it. I could be composing a passionate anti-Twilight/Bieber rant right now, but who gives a shit? Lighten up and go have some fun. I hope someday you can enjoy life without having to step on others.

    • Line / Mar 19 2011 4:23 pm

      I so agree! why spend so much time on something you do not like? Anyway, no one likes people who are whining about things they hate

      • KS / May 7 2011 10:17 am

        Well said RF, completely agree!

    • Pearl / Aug 21 2011 6:58 pm

      Well said RF…I do agree that Rumi tries too hard and yes she can wear something stupid and get 500 comments. However, no need to hate on her. She obviously is doing something right, she is one of the few bloggers who has made a successful living from her blog.

  22. arielle / Mar 25 2011 8:56 pm

    I don’t see how anyone finds what you’re writing legit. You don’t like her because “she’s ugly” and because of her hair color? You’re as superficial as the bloggers you complain about. If you don’t like her blog, don’t read it. But obviously you’re fascinated by something or else you wouldn’t have gone through her blog and quoted it. Besides her writing is way better than yours and I’d like to see you put together an outfit like hers- which you probably cant- which is why you’re stuck ragging and hating on others peoples stuff. Why don’t you find something more useful to do with you’re time like elevating your obviously low self esteem or loving yourself enough that you don’t have to make an entire blog about how much you hate other people. Or how about trying not to be such a venomous bitch? Any of those options would be better than the vile trash you spout on this blog.

    But you know what they say- if you don’t have haters you’re not doing something right. Considering you seem to be one of the biggest haters around, the girls you “hate” (even though you have no idea who they are personally, have never met them, or even had a converstation with them) are doing something right.

    Honestly its just sad what you’re doing. People like you are the reason why there’s so much baseless, superficial hate in the world. Trying loving yourself first before tearing down others.

    • Haha / Jan 10 2012 9:49 pm

      This comment was posted many months ago but I don’t care – this is the only reply this blogger needs to read.

      A++ Well said.

  23. leslie / Mar 31 2011 3:41 am

    the road to hell is paved with adverbs

  24. st / Mar 31 2011 11:14 am

    I dont agree with all of the people bashing the girl who wrote this. Everybody is entitled to their own opinions,and seriously if you cant take then you must ignore it I guess. But not everybody is gonna worship Rumi. I used to really like her. But now her style is so boring. BORING. I mean in her post about NYFW, did you see her outfits? Huge jumper, jean shorts and black tights, and you call this edgy fashion? Puh-lease. Half of the people where I live dress like that, but they dont make $$$ from fashion blogging. And she makes a lot of money from that.

    • Rei / May 2 2011 12:17 pm

      Whose fault is it that they don’t have a fashion blog? Not hers. So don’t use that as an excuse to bash her- if the people you knew are that fashionable then maybe they should’ve started a blog themselves. But since they haven’t, you can’t blame Rumi for putting work into a blog and making money from it.

      And I can bash her all I want. She has an ENTIRE blog dedicated to bashing people- like you said, everyone is entitled to their own opinion and I can certainly leave a comment bashing her if I want. “If you can’t take it then ignore it…” shouldn’t this be advice to the writer of this blog, not the people commenting on it? If I can’t leave a comment, then what is the “post comment” button for?

  25. Puk / Apr 25 2011 1:01 am

    I don’t like her outfits for myself – but I do find her interesting because –

    She may not be barbie/stereotype pretty but she appeal to me because she looks fragile, broken and imperfect.
    I like the feel I get from her pics – they are emotional – the colortones, the lightning, her very ‘urban and boheme meets worlds end’ look, her dirty hair and sad eyes – and the list goes on.

    The fact that she isn’t barbie pretty and has a ‘used and rough’ look even though she is so petite and fragile appeals to me – to me, her look is almost poetic.

    But I guess we are all different in taste etc 😉 I also like how the Olsen Twins look and I know a lot of people think they are trashy too – guess I just have a lsore spot for tiny girls looking like broken butterflies.

    Still your blog made me laugh ;o)

  26. Jessica T / May 27 2011 5:34 am

    What Rumi is wearing is called “personal style” and anyone who understands fashion would see that. She has built her blog by wearing what she likes and not caring what anyone else thinks. That is part of the reason her blog is so successful and profitable. I have a question for you. Why do you spend so much time finding fault with and worrying about other people? I am a phsycology major and it is quite clear to me that you try to bring other people down to make you feel better about yourself. Why don’t you take some time to work on yourself? Then come back and try to write about things people actually care about. Maybe you could find something of some relevence while you at it? Perhaps?

  27. Jessica T / May 27 2011 5:37 am

    And don’t bother responding to my previous post. I won’t be back to your website to read it.

  28. kendal marie / May 31 2011 2:14 pm

    You sound stupid, Rumi is just doing her thing. You don’t mess with people’s business. She can do whatever she wants, it’s her space. If you like her style, don’t go to her website.

    • ella / Nov 24 2011 11:21 am

      haha agreed i wonder why he/she viseted her website anyway?? and why would you make a freaking SA about it and post it on the internet is you dont care!!!!!!!!!

  29. lily / Jun 4 2011 7:51 am

    LOL i completely agree with you, i hate her!
    everything about her makes me want to punch her in the face
    love you for putting it out there xoxoxo

    ps all the people who are defending her and getting all personal, you are sad sad little people hahaha

    • Vk "vickstahs" Ng / Aug 30 2011 1:50 pm

      Surely no less sadder than people who hate on someone they don’t know personally.

  30. Pralalbubpani / Aug 29 2011 5:43 pm

    Hi, the posting is extremely invaluable to me. I shall continue to keep a close eye on your blog. Please do update.

  31. Alice / Sep 12 2011 3:48 pm

    I love the mood of her pictures and I adore her style. But sometimes, I find myself so envious of her! Love you and her! Hahah

  32. jiyun / Oct 4 2011 6:15 am

    Look, I understand your point but you know using excuses like’ she’s ugly’ and stuff.. seriously doesn’t make you any more convincing because I personally think she’s gorgeous. Yeah, you don’t like her style, and I guess that is subjective, but maybe there is a reason why she has so many followers.. and why she is so successful?
    I dont think you should go around stripping other people’s fashion sense, fashiontoast is just expressing herself through what she likes. You need to grow up.

  33. blah / Oct 23 2011 4:48 pm

    You’re just a sad little hater, if you don’t like her, why are you making a big fuss about her you stupid cow!

  34. portia / Oct 29 2011 8:41 am

    To me it feels like Rumi has made it so far blogging that she now has no one to inspire her because she’s supposed to be the muse for everyone else.

    She looked in the opposite direction of what people expect somone with oodles of money to be like. She dresses in hillbilly shorts and ripped singlets when she could be pacing around in red soled shoes and silk gowns.

    Fashion is ficklel, fashionista’s follow one step behind.

  35. Rahh / Nov 2 2011 9:32 am

    Maybe you should spend less time looking at her blog that you apparently despise, and work on your grasp of the english language. Nothing more annoying than reading something that looks like it’s been written by someone in the fifth grade. Hopefully you’ve improved since when you wrote this. (:

  36. carolina / Nov 17 2011 12:04 pm

    So you think that’s she needs to be like a barbie from blond salad? Rumi is a natural beauty and i love her style. She wears trashy clothes and make them work. There’s a reason she has so much followers 😉

  37. ella scarr / Nov 24 2011 11:13 am

    leave her alone she IS my cousin ( 2nd ) and i will be showing her this. and she spends money on BEAUTIFUL clothes coz she has the money why not spend it?? some if her clothes get handed down to me and im 15. oh and to make it clear shes a size 8 in ladys and her dad works hard for her so leave my BEAUTIFUL cousin alone!!!!!

  38. portia / Nov 28 2011 5:01 am

    You’re right, she is beautiful.

  39. Ruby Book / Nov 29 2011 2:41 am

    You don’t know this girl at all, but you can safely say you “hate” her because “she’s ugly” and you don’t like her hair?

    Wow. Just wow.

  40. davi / Dec 2 2011 6:08 pm

    so many people are whining about the above post questioning the appeal of but it seems odd to complain that someone doesn’t like her for some sound reasons while saying it is justified to like her for the same reasons. everyone can have an opinion and none of this is life or death. if people put themselves out there, they are going to get criticized or worshipped and everything in between. one has to take the good with the bad. the saddest part of this post is the supporters (rumi?) posting 10 times to all the comments in one day all under different names. this is a OLD post, there is zero chance that 10 different people are coming here to post all on the same day to support this half-assed LA prototype blog that is fashion toast. some people can love and some people can hate. different strokes. and please let’s remember that popularity has NOTHING to do with genuine taste or talent- see Kardashians.

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